Abstract
This essay focuses on Integrated Marketing Communications (IMC) and the theoretical foundation that explains why an organization should embrace IMC rather than how to do so. The essay discusses the tension between theory and action that can be bridged in a way that does not subordinate one to the other. In seeking the mean between theory and action, IMC is examined within a framework of an enlarged mentality and the use of four philosophical bridges, including the Aristotelian, Phenomenological, Narrative, and Dialogic.
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